Starbucks’ Digital Network Goes Live
Starbucks wants its customers to stick around awhile. The
chain has launched a new digital network in partnership with Yahoo that offers
free e-books, movies, local news, access to paid websites and more — all to
give its customers reasons not to leave.
"Our customers are the inspiration for the Starbucks Digital Network.
told us they want to be the first to know what’s happening in their neighborhoods
and around the globe, to have an easy way to discover new music, great books
and important films and find ways to be more involved in their communities.
And they’re connecting with the brand digitally in numerous ways," Stephen
Gillett, Starbucks executive vice president, chief information officer and
Digital Ventures general manager, said in a statement.
The Digital Network,
available through the chain’s free Wi-Fi service, is split into six separate
channels, including: Business & Careers, Entertainment,
My Neighborhood, News, Starbucks and Wellness. Most of the free content can
only be viewed at Starbucks locations.
The site also offers paid content and
products. Starbucks gets an unspecified piece of every sale.
Discussion Questions: Will the Starbucks Digital Network bring new consumers
to the chain’s coffee shops? Will it keep customers in the shops for longer periods
- Starbucks Hopes Free Songs, E-Books Lure Customers – The Associated
to Connect, Inform and Entertain, the Starbucks Digital Network, in partnership
with Yahoo!, Debuts at Starbucks – Starbucks